Diageo marketer takes on global Baileys role

Diageo has appointed the marketing director for its British division, Philip Almond to the role of global brand director of Baileys.

Philip Almond
Philip Almond

Almond will join the drinks maker’s global marketing leadership team in Dublin and will be responsible for leading the “the next stage of growth” for the liqueur brand.

He has led marketing for Diageo GB brands, including Guinness, Smirnoff and Bell’s, for three years and was one of the architects of the industry’s recently unveiled “Campaign for Smarter Drinking”, which aims to change attitudes to alcohol and promote responsible drinking.

He will replace Sharon Keith who is to return to her native South Africa. It is not known whether she has a job to go to.

According to a statement, Almond’s successor will be “the subject of a future announcement”.

Baileys launched a major campaign at the end of last year featuring a press campaign shot by photographer Rankin. The TV ad, created JWT, used images of lips and used the strapline “listen to your lips”.  

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